Presentación Sherrill Mane


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Presentación Making Measurement Make Sense, Sherrill Mane IAB US en el Innovation Day: Métricas

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  • Consumer Pursuit Crisis Big Brands don’t buy media in isolation Industry has not been pro active in measurement change management
  • And what are the steps to getting this implemented?
  • Brand Metrics that matter: which are first to be looked at: View Through and Social Media. Here we have a schematic of the standardization of view throughs
  • Do not want to go down the path of counting LIKES and SHARES; need much more.
  • Presentación Sherrill Mane

    1. 1. Making Measurement Make Sense IAB MEXICO INNOVATION DAY: METRICS October, 2012
    2. 2. Agenda Overview of 3MS Buy side observations Media measurement standardization
    3. 3. OVERVIEW OF 3MS
    4. 4. 3MS: What Is It? A cross-ecosystem collaboration that will improve planning, buying and measurement of digital media and facilitate cross-platform comparison across ALL and legacy.
    5. 5. 3MS: Who Is Involved?Facilitators: Supporters: 50 industry executives served on steering committee and working teams. Over 150 others across the ecosystem participated.
    6. 6. Why Did We Embark Upon theJourney? Consumers embrace digital media in droves Business and transactions lag behind consumers Digital media need a consistent, transparent supply chain Digital media need to be part of the cross media marketing ecosystem Business leaders and functional experts need forums and mechanisms for change management
    7. 7. 3MS: The Objectives Create the right digital currency and metrics Drive industry consensus around these solutions Identify ongoing standards-setting body
    8. 8. Five Pillar Solution Based on Five Principles of Measurement 1 Define impression • Shift from a “served” to a “viewable” impression standardFACILITATE CROSS-PLATFORM COMPARISON 2 Establish audience • Introduce an online Gross Ratings Point (GRP) metric, providing currency reach and frequency reporting of viewable impressions 3 Standard • Implement classification system and taxonomy for banner, rich classification of ad media and streaming video ads units 4 Brand ad • Define standard and transparent metrics for view-through performance reporting and cumulative social activity metrics 5 Brand attitudinal • Establish standards and vendor accreditation to improve measures methodology for online brand attitudinal studies
    9. 9. Classification Aims To Reduce ComplexityAnd Facilitate Comparison Of Ad Inventory PRELIMINARY – TO BE TESTED AND PILOTED Display classification criteria Video classification criteria Ad location in Ad size Ad location User choice Ad length content - Video plays automatically 0:00 42:31 - Click to start, not mandatory - Small - Below content - Click to start, - Medium - Above content - < or = 15 seconds - Post-roll mandatory - Large - To side of content - 16-30 seconds - Pre-roll - Click to start, user - In content chooses ad - 30+ seconds - Mid-roll - On top of content Format Movement on # of messages Player size Interactivitycapability page- Image - Static - One or more other - Small - Not capable of- Rich Media - Expandable messages - Medium interactivity- Rich media with - Floating - No other messages - Large - Capable of interactivity video (e.g. “Like” on Facebook)
    10. 10. Ad Classification and TaxonomyImplementation Finalize technical specifications Create consistent ad tag to carry information Issue new standard insertion order (I/O) Develop self-certification program for publishers
    12. 12. Marketer Opportunities & IssuesOpportunities: Adoption of viewability and eGRPs Brings greater credibility and confidence in digital metrics. Enhances cost effectiveness (ROI) of media spend. Supports and facilitates comparison across platforms, which helps to optimize allocations. Encourages and allows the use of better creative and inventory for branding.Issues: Move aggressively on brand impact metrics Full adoption of viewability.
    13. 13. Agency Opportunities & IssuesOpportunities: Significant agency cost savings via  reducing discrepancies  shortening bill pay cycle Estimated savings: $50 to 100 million annually in the USA.Issues: Re-educating and training planners and buyers to use the new tools.
    14. 14. 3MS Can Change How theEcosystem Does Business
    15. 15. U.S. IMPLEMENTATIONOF 3MS SOLUTIONS The MRC, what it is, what it is doing, and how it can help with measurement around the world
    16. 16. 3MS: The Future MRC is ideally positioned to serve as cross- ecosystem standards-setting body.  MRC exists to promote quality measurement.  MRC’s members represent a wide range of players from across the ecosystem.  MRC is extremely well-versed in measurement standards setting, and has structural components in place to facilitate this process.  MRC is aligned with concepts promoted by the 3MS initiative.
    17. 17. 3MS Timeline
    18. 18. 3MS Viewable Impression Pilot Efforts are ShapingFuture Standards to be Issued by the MRC In progress currently Technical verification Publisher-led pilot Agency-led pilots Develop and test technology Track publisher portfolios Track live campaign• MRC verifies server/vendor • Ad servers and publishers • Test advertiser campaigns technology and reporting test functionality and in live environment capabilities to approve for uncover technical pilot participation limitations • Further test Viewable Impression parameters and • Test Viewable Impression test impact on wider range parameters and isolate of inventory factors that influence viewability • Assess measurement limitation issues
    19. 19. 3MS Accomplishments Ecosystem wide collaboration Beginning to institutionalize how standardization should happen Pilot testing of viewable impressions and education on results in progress Currencies, value and metrics need to be determined by leaders across disciplines
    21. 21. 3MS Prioritized View-through As The First Standard Brand Ad Performance Metric PRELIMINARY – TO BE TESTED AND PILOTED Goals of 3MS for Brand ad performance metrics 1) Standardize key parameters of this metric (see below) 2) Make this metric more transparent and credible by introducing accreditation for the reporting of this metric Parameter to Range of options and suggested solutions Rationale be defined 3 days and 7 days • Data indicates that majority of1 Number of days view-throughs occur within 7 after ad view that days visit to brand site is 1 day 90 days • 3 days is analogous to TV’s counted C3 rating system2 1st • All ads contribute to brand Number of ad building and a user’s decision views attributed for 2nd Last ad viewed All ads to eventually go to brand or a view-through 3rd other target site3 Percent of Each ad receives • view-through Attribution standards to be All ads Each ad attributed to further tested different ad views receive full receives equal weighted attribution fractional fractional attribution attribution
    22. 22. Standardized Social Metrics Will Be Critical AndRemain Under Development Goals of social metric standards Preliminary metric solutions 3MS led process to prioritize social• Establish standards that provide a metrics based on: view of total relevant/ valuable social activity to assess 1)Value and usefulness of metric to campaign effectiveness advertisers 2)Availability of credible data• Encourage accreditation of vendors providing standard social activity metrics Priority social metrics for• Promote innovation, standards-setting competition, and improvement by encouraging vendors to • Volume of high-value social develop and offer metrics above activity/posts (e.g., reviews, and beyond that defined in sharings, recommendations, etc) standard metrics • Volume of exposures to high-value social activity • Analysis of positive/negative social media sentiment
    23. 23. Accreditation And Improved Methodologies Will Boost Confidence In Attitudinal Studies Accredited attitudinal metrics vendors will Options for improvements should follow in accordance need to address key requirements with IAB Best Practices a• Improve response rates Improve existing • Improved user- methodology intercept analysis• Shift to more accurate and relevant control groups conducted by 3rd party b vendors• Reduce use of statistical weighting adjustments Adopt new survey • Variations of current formats user-intercept analysis• Enhance ability to compare metrics with other media c Incorporate • Surveys delivered to demographic and people who have seen• Pursue accreditation of vendors and sources of cookie data an ad (identified via data via independent industry body d cookies) Switch to panel • Surveys delivered to based surveys panel members, with direct tracking of users